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Eğitim İçeriği
Laying the Foundations
- Defining Brand, Brand Marketing, Brand Identity, Brand Perception & Brand Reputation
- The relationship between brand strength & a business’s bottom line
The Power of an Online Brand Audit
- What is a Brand’s Digital Footprint and why is it critical for business health today?
- How a sum of multiple touchpoints ultimately shapes a brand’s image and perception
- When to conduct an online brand audit
- The importance of routinely conducting Online Brand Audits
- The Online Brand Audit Framework and what's to come
Business Overview & Alignment
- Level-setting and identifying the business's current priorities, goals and any micro/macro factors impacting the business as a whole
- Outlining the Brand Audit's objectives to ensure the framework has clear direction
Evaluation of Online Assets
- Evaluating a brand’s owned online channels for strengths and weaknesses to see how a business’s controlled online brand presence is coming across to customers
- What are the ways a brand’s own communications can either harm or help brand image?
- A universal checklist of what all businesses should look out for when evaluating online assets
Online Reputation Audit
- SEO audit: A big part of any brand’s online reputation is how it’s ranked by search engines
- How can SEO be evaluated and optimized today?
- How AI has changed SEO
- The old and new SEO guidelines
- Online Mentions: The quantitative and qualitative data that uncovers a brand's true reputation and image
- Uncovering how target audiences and anonymous users speak about a brand online through online social listening
- Web Analytics: An analysis of the metrics that keep an online business alive
- Diagnose and identify what is either confusing customers vs what is increasing engagement through looking at key website metrics: traffic, bounce rate, page views and conversion rates
Competitive Analysis
- Defining the industry
- Industry trends, projections and top players
- List of competitors
- Perceptual map: visually mapping out where a brand stands within a competitive landscape in terms of brand perception
- Uncovering the strengths and weaknesses of the brand’s positioning in comparison to competitors
Brand Strategy & Tactics
- Determine the brand’s desired positioning
- Develop Brand Marketing Objectives
- Design a concluding Brand Strategy directly informed by the audit’s results
- Develop an Integrated Marketing Communication plan to drive results
- Develop Key Performance Indicators and a tracking system to evaluate progress and success
When to use AI in an Online Brand Audit
- 3 areas professionals can utilize AI in the auditing process for efficiency
- 3 areas to avoid using AI when conducting an online brand audit
Kurs İçin Gerekli Önbilgiler
- A basic understanding of marketing principles and terms
This course is relevant to teams or professionals:
- Considering a rebrand
- Wanting to reposition or strengthen a brand's existing positioning
- Expanding into a new market or vertical
- Aiming to reach new target audiences and customer groups
- Wanting to create brand strategies that better align to wider business goals
- Aiming to build a more competitive brand
- Experiencing decline in brand and marketing performance
- Experiencing damage in brand name reputation/image or want to refine brand image
- Wanting to diagnose problem areas in brand management
- Needing to update marketing materials
- Dealing with inconsistent brand elements such as: messaging, language, visuals, design, feel, etc.
Audience
- Marketing managers
- Marketing strategists
- Brand strategists
- Marketing decision makers
- Marketing professionals in any capacity
- Design and creative teams (secondary audience)
21 Saat
Danışanlarımızın Yorumları (4)
Irma bize öğrenenler olarak ve iş ihtiyaçlarımız açısından duyarlıydı. Bize aktif bir şekilde kulak verdiğini, bize sunduğu bilgilendirici geribildirimden anladık.
Siobhan - Raintree
Eğitim - Digital Marketing for Software-as-a-Service (SaaS)
Yapay Zeka Çevirisi
O herkesin sorularına kolayca cevap verdi...Bu, uzmanlığının açık bir göstergesi.
Yunus - Vodacom
Eğitim - Digital Marketing
Yapay Zeka Çevirisi
I liked the alistair's knowledge and presentation style.
yvette pranger
Eğitim - Strategic Planning in Practice
Yapay Zeka Çevirisi
Eğitmenin konu bilgisi, karmaşık konuların kolay gibi göründüğü kadar yüksekti ve bana konuya olan tutkumu gerçekten ilham verdi. Oturumum 1:1 olarak gerçekleşti ve bu yüksek kademede bir eğitmenin kişisel öğretim bağlamında faydalanması gerçek bir ayrıcalıktı.. . Hancock International.
Eğitim - Market Forecasting
Yapay Zeka Çevirisi
